We are always interested in what is new; who are the latest brands, and how are they disrupting the industry. It is too easy to ignore or write off the original pioneer brands as 'old' or unable to evolve. But should we?
René van der Zel is the founder and CEO of XXL Nutrition a Dutch based DTC sports nutrition brand that is 17 years old. Originally built on the bodybuilding consumer, XXL Nutrition have evolved - however, they remain a specialist brand and focused on the gym environment. René reminds me that brands can still flourish in sports nutrition and that perhaps some of the reasons that made XXL Nutrition (and others) successful in the first place and have never been more important today.
